In a poignant demonstration of people-power, thousands of Australians have joined forces to demand that Glad Australia return the Glad Wrap box to its original design, after a furore over the cutting blade being relocated from the base of the box to inside the lid.
The new design fuelled anger in customers, who were frustrated by the amount of plastic wrap being wasted as they wrestled with the pack. Some customers even threatened to boycott the brand.
Glad Australia marketing director Phil James said, “The explosion of conversation about the new cutter bar has been unprecedented. We simply could not ignore the magnitude of complaints.”
James said the company was working quickly to reverse the change, but it will be several months before the original design is returned to supermarket shelves.
Glad Australia introduced the new cutter design late last year, after extensive in-home research and feedback from customers expressing concern about the injury risks from the original design’s exposed blade. The change is set to cost the company hundreds of thousands of dollars.
Did you experience frustration with the new Glad Wrap design? Do you think the relocation of the cutter bar is worth the hundreds of thousands of dollars it will cost?
